Tag Archives: content marketing

I first had the pleasure of working with Andy on a Kissmetrics blog post five years ago. A few months after his post was published, I looked at our traffic in Google Analytics and said: Whatever Andy touches becomes magic. The electric sparks that shoot off his finger tips as he types turn into thousands of social shares, ten of thousands of pageviews, and more importantly – unbelievable wisdom that his readers consume. Let’s get inside his head for a moment and learn a few new things! 1. In the current state of inbound marketing, are people getting suffocated by…

One of the first questions I ask a new content client is, “Do you have any customer research I could get my hands on?” Whether the answer is yes or no, people almost always act confused at first. I’m sure they wonder why I would need customer research to write a blog post. Here’s the thing: The purpose of content is to build the relationship between the business and the buyer. If you don’t understand the buyer, how can you possibly create content that builds a relationship with them? Let’s put this in perspective. Imagine you’re going to buy a…

Content Marketing Institute’s 2017 report stated that over 60% of B2B marketers saw more success from their content marketing efforts this past year. What does this mean? It means – as so many of us have stated before – Content is King. When it comes to digital marketing, there is truly no better way to convey value and transparent authority to your users. However, even if the majority of B2B search marketers are reporting strong growth stats, there is still a large discrepancy between how content performs in theory and how it performs in reality. Ironically, content marketing is also…

Content Marketing Institute’s 2017 report stated that over 60% of B2B marketers saw more success from their content marketing efforts this past year. What does this mean? It means – as so many of us have stated before – that Content is King. When it comes to digital marketing, there is truly no better way to convey value and transparent authority to your users. However, even if the majority of B2B search marketers are reporting strong growth stats, there is still a large discrepancy between how our content performs in theory and how it performs in reality. Ironically, content marketing…

Online store owners swim in a sea of fierce competition dominated by Amazon and Best Buy, among others. You can’t always be number one. But with a strong desire and the right tools, you can become a leader in your niche. One of the best ways to get to the top is with a powerful content marketing strategy that blows the opposition out of the water. So, what are the secrets of creating and implementing an unsurpassed content marketing strategy that delivers the results you’re looking for? That’s what I’m about to reveal. Why Should You Prioritize Content Marketing Above…

Back in 2015, Unbounce launched its first ever exit overlay on this very blog.

Did it send our signup rate skyrocketing 4,000%? Nope.

Did it turn our blog into a conversion factory for new leads? Not even close — our initial conversion rate was barely over 1.25%.

But what it did do was start us down the path of exploring the best ways to use this technology; of furthering our goals by finding ways to offer visitors relevant, valuable content through overlays.

Overlays are modal lightboxes that launch within a webpage and focus attention on a single offer. Still fuzzy on what an overlay is? Click here.

In this post, we’ll break down all the wins, losses and “holy smokes!” moments from our first 2,345,864 exit overlay viewers.

Psst: Towards the end of these experiments, Unbounce launched Convertables, and with it a whole toolbox of advanced triggers and targeting options for overlays.

Goals, tools and testing conditions

Our goal for this project was simple: Get more people to consume more Unbounce content — whether it be blog posts, ebooks, videos, you name it.

We invest a lot in our content, and we want it read by as many marketers as possible. All our research — everything we know about that elusive thing called conversion, exists in our content.

Our content also allows readers to find out whether Unbounce is a tool that can help them. We want more customers, but only if they can truly benefit from our product. Those who experience ‘lightbulb’ moments when reading our content definitely fit the bill.

As for tools, the first four experiments were conducted using Rooster (an exit-intent tool purchased by Unbounce in June 2015). It was a far less sophisticated version of what is now Unbounce Convertables, which we used in the final experiment.

Testing conditions were as follows:

All overlays were triggered on exit; meaning they launched only when abandoning visitors were detected.

For the first three experiments, we compared sequential periods to measure results. For the final two, we ran makeshift A/B tests.

When comparing sequential periods, testing conditions were isolated by excluding new blog posts from showing any overlays.

A “conversion” was defined as either a completed form (lead gen overlay) or a click (clickthrough overlay).

All experiments were conducted between January 2015 and November 2016.

Experiment #1: Content Offer vs. Generic Signup

Our first exit overlay had a simple goal: Get more blog subscribers. It looked like this.

It was viewed by 558,488 unique visitors over 170 days, 1.27% of which converted to new blog subscribers. Decent start, but not good enough.

To improve the conversion rate, we posed the following.

HYPOTHESISBecause online marketing offers typically convert better when a specific, tangible offer is made (versus a generic signup), we expect that by offering a free ebook to abandoning visitors, we will improve our conversion rate beyond the current 1.27% baseline.

Observations

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Experiment #2: Four-field vs. Single-field Overlays

Data people always spoil the party.

The early success of our first experiment caught the attention of Judi, our resident marketing automation whiz, who wisely reminded us that collecting only an email address on a large-scale campaign was a missed opportunity.

For us to fully leverage this campaign, we needed to find out more about the individuals (and organizations) who were consuming our content.

Translation: We needed to add three more form fields to the overlay.

Since filling out forms is a universal bummer, we safely assumed our conversion rate would take a dive.

But something else happened that we didn’t predict. Notice a difference (besides the form fields) between the two overlays above? Yup, the new version was larger: 900x700px vs. 750x450px.

Adding three form fields made our original 750x450px design feel too cramped, so we arbitrarily increased the size — never thinking there may be consequences. More on that later.

Anyways, we launched the new version, and as expected the results sucked.

Things weren’t looking good after 30 days.

For business reasons, we decided to end the test after 30 days, even though we didn’t run the challenger overlay for an equal time period (96 days).

Overall, the conversion rate for the 30-day period was 48% lower than the previous 96-day period. I knew it was for good reason: Building our data warehouse is important. Still, a small part of me died that day.

Then it got worse.

It occurred to us that for a 30-day period, that sample size of viewers for the new overlay (53,460) looked awfully small.

A closer inspection revealed that our previous overlay averaged 2,792 views per day, while this new version was averaging 1,782. So basically our 48% conversion drop was served a la carte with a 36% plunge in overall views. Fun!

But why?

It turns out increasing the size of the overlay wasn’t so harmless. The size was too large for many people’s browser windows, so the overlay only fired two out of every three visits, even when targeting rules matched.

We conceded, and redesigned the overlay in 800x500px format.

Daily views rose back to their normal numbers, and our new baseline conversion rate of 1.25% remained basically unchanged.

Large gap between “loads” and “views” on June 4th; narrower gap on June 5th.

Observations

Increasing the number of form fields in overlays can cause friction that reduces conversion rates.

Overlay sizes exceeding 800×500 can be too large for some browsers and reduce load:view ratio (and overall impressions).

Experiment #3: One Overlay vs. 10 Overlays

It seemed like such a great idea at the time…

Why not get hyper relevant and build a different exit overlay to each of our blog categories?

With our new baseline conversion rate reduced to 1.25%, we needed an improvement that would help us overcome “form friction” and get us back to that healthy 2%+ range we enjoyed before.

So with little supporting data, we hypothesized that increasing “relevance” was the magic bullet we needed. It works on landing pages— why not overlays?

HYPOTHESIS Since “relevance” is key to driving conversions, we expect that by running a unique exit overlay on each of our blog categories — whereby the free resource is specific to the category — we will improve our conversion rate beyond the current 1.25% baseline.

We divide our blog into categories according to the marketing topic they cover (e.g., landing pages, copywriting, design, UX, conversion optimization). Each post is tagged by category.

So to increase relevance, we created a total of 10 exit overlays (each offering a different resource) and assigned each overlay to one or two categories, like this:

Creating all the new overlays would take some time (approximately three hours), but since we already had a deep backlog of resources on all things online marketing, finding a relevant ebook, course or video to offer in each category wasn’t difficult.

And since our URLs contain category tags (e.g., all posts on “design” start with root domain unbounce.com/design), making sure the right overlay ran on the right post was easy.

URL Targeting rule for our Design category; the “include” rule automatically excludes the overlay from running in other categories.

When we were just using one overlay, that was easy — a simple “Frequency” setting was all we needed.

…but not so easy with 10 overlays running on the same blog.

We needed a way to exclude anyone who saw one overlay from seeing any of the other nine.

Cookies were the obvious answer, so we asked our developers to build a temporary solution that could:

Pass a cookie from an overlay to the visitor’s browser

Exclude that cookie in our targeting settings

They obliged.

We used “incognito mode” to repeatedly test the functionality, and after that we were go for launch.

Then this happened.

Ignore the layout… the Convertables dashboard is much prettier now

After 10 days of data, our conversion rate was a combined 1.36%, 8.8% higher than the baseline. It eventually crept its way to 1.42% after an additional 250,000 views. Still nowhere near what we’d hoped.

So what went wrong?

We surmised that just because an offer is “relevant” doesn’t mean it’s compelling. Admittedly, not all of the 10 resources were on par with The 23 Principles of Attention-Driven Design, the ebook we originally offered in all categories.

That said, this experiment provided an unexpected benefit: we could now see our conversion rates by category instead of just one big number for the whole blog. This would serve us well on future tests.

Observations

Just because an offer is relevant doesn’t mean it’s good.

Conversion rates vary considerably between categories.

Experiment #4: Resource vs. Resource

“Just because it’s relevant doesn’t mean it’s good.”

This lesson inspired a simple objective for our next task: Improve the offers in our underperforming categories.

We decided to test new offers across five categories that had low conversion rates and high traffic volume:

A/B Testing and CRO (0.57%)

Email (1.24%)

Lead Gen and Content Marketing (0.55%)

Note: We used the same overlay for the A/B Testing and CRO categories, as well as the Lead Gen and Content Marketing Categories.

HypothesisSince we believe the resources we’re offering in the categories of A/B testing, CRO, Email, Lead Gen and Content Marketing are less compelling than resources we offer in other categories, we expect to see increased conversion rates when we test new resources in these categories.

With previous studies mentioned in this post, we compared sequential periods. For this one, we took things a step further and jury-rigged an A/B testing system together using Visual Website Optimizer and two Unbounce accounts.

And after finding what we believed to be more compelling resources to offer, the new test was launched.

We saw slightly improved results in the A/B Testing and CRO categories, although not significant. For the Email category, we saw a large drop-off.

In the Lead Gen and Content Marketing categories however, there was a dramatic uptick in conversions and the results were statistically significant. Progress!

Observations

Not all content is created equal; some resources are more desirable to our audience.

Experiment #5: Clickthrough vs. Lead Gen Overlays

Although progress was made in our previous test, we still hadn’t solved the problem from our second experiment.

While having the four fields made each conversion more valuable to us, it still reduced our conversion rate a relative 48% (from 2.65% to 1.25% back in experiment #2).

We’d now worked our way up to a baseline of 1.75%, but still needed a strategy for reducing form friction.

The answer lay in a new tactic for using overlays that we dubbed traffic shaping.

Traffic Shaping: Using clickthrough overlays to incentivize visitors to move from low-converting to high-converting pages.

Here’s a quick illustration:

Converting to this format would require us to:

Redesign our exit overlays

Build a dedicated landing page for each overlay

Collect leads via the landing pages

Basically, we’d be using the overlays as a bridge to move readers from “ungated” content (a blog post) to “gated” content (a free video that required a form submission to view). Kinda like playing ‘form field hot potato’ in a modern day version of Pipe Dream.

HypothesisBecause “form friction” reduces conversions, we expect that removing form fields from our overlays will increase engagement (enough to offset the drop off we expect from adding an extra step). To do this, we will redesign our overlays to clickthrough (no fields), create a dedicated landing page for each overlay and add the four-field form to the landing page. We’ll measure results in Unbounce.

By this point, we were using Unbounce to build the entire campaign. The overlays were built in Convertables, and the landing pages were created with the Unbounce landing page builder.

We decided to test this out in our A/B Testing and CRO as well as Lead Gen and Content Marketing categories.

After filling out the form, visitors would either be given a secure link for download (PDF) or taken to a resource page where their video would play.

Again, for this to be successful the conversion rate on the overlays would need to increase enough to offset the drop off we expected by adding the extra landing page step.

These were our results after 21 days.

Not surprisingly, engagement with the overlays increased significantly. I stress the word “engagement” and not “conversion,” because our goal had changed from a form submission to a clickthrough.

In order to see a conversion increase, we needed to factor in the percentage of visitors who would drop off once they reached the landing page.

A quick check in Unbounce showed us landing page drop-off rates of 57.7% (A/B Testing/CRO) and 25.33% (Lead Gen/Content Marketing). Time for some grade 6 math…

Even with significant drop-off in the landing page step, overall net leads still increased.

Our next step would be applying the same format to all blog categories, and then measuring overall results.

Blogging is a powerful B2B content marketing tool. But many B2B content marketers aren’t getting anything close to its full effectiveness. So they conclude that blogging doesn’t work, or at least that it doesn’t work for their business. In fact, you could be reaping massively higher traffic, leads, and sales with a well-constructed blogging strategy. By the end of this guide, you’ll know why blogging works and how to create, implement, and measure a blogging strategy that will work for you. First, though… 1. Why Blog at All? Blogging regularly can lead to more traffic, more leads, and more sales….

The truth is people don’t like getting sold to; they like being told stories through content. Content engages people in a way no sales pitch can. Content touches people’s emotions: it makes them sad, angry, happy, excited, and much more. At the same time, content can show them a picture of a problem of their life, and how they can solve it by using a product you sell. That’s where the power of content marketing lies. The best part is, any company can use this power for their own good. Including your e-commerce store. The not-so-good part is, it can be complicated to do it…

You may have heard it — that Google Analytics ruined marketing. “Really?” you’re thinking. “But I use GA every day to check metrics, KPIs, and growth!” TechCrunch’s article, “How Google Analytics ruined marketing” is what touched off the firestorm of controversy. In the article, Samuel Scott lays out what he sees as the failure of focusing too much on digital and data metrics at the expense of traditional methods and their ROI. When measuring the success of a content marketing campaign, the ROI is more determined by the reach of the message than the direct numbers. People don’t view a…

If you’re doing any type of content marketing, then you know how difficult it is to consistently produce great content. I’ve faced this issue many times myself. I often feel like there’s a certain amount of creativity in me, and when it‘s gone, then it’s gone. It’s the brick-wall feeling. Sometimes you’re faced with writer’s block while on other occasions you struggle with transforming a mundane subject into something extraordinary. Add to that the fact that you’re faced with deadlines and competing priorities and the challenge becomes a stress point. One that you’d like to see disappear. Fortunately, it’s not…